Customer profiling and media generation

Wattle Labs has created a "Large Behaviour Model" (LBM) of the human population. The LBM, an analogue of LLM's, which seeks to understand human behaviour, rather than language.

This video is a technology demo highlighting our customer profiling and media generation

#datascience #AI #digitalmarketing #ecommerce #behaviourchange #BehaviouralScience #psychometrics #nudging #boosts

https://www.youtube.com/watch?v=wSJCt_b9fpE

Transcript

Hello, my name is Aaron and this is a technology demo of Wattle Labs. Wattle Labs is an AI startup that has created a large behaviour model trained on the Australian population. We have modelled all 28 million individual people living in 16 million addresses, we make 1 billion predictions, and we are 92% accurate. So we've created a model of every single person living in Australia.

Every single house, in every street, every family — everyone has their own unique individual attributes and individual stories. Take these three houses as a great place to start. They're all at number 6 Back Avenue, which is really nice — three little houses. The people who live in these houses are your customers. They could be your loyalty customers, your website customers. But to sell to these people, you really have to know who they are and what they want.

If we go in here and presuppose that your customer is a 40-year-old female in that house, we know that she's low income and low education. Low income means she's probably not going to be buying luxury Tom Ford handbags. She's a classic Aussie, Ocker, family type. She works in an office, has a responsible personality, is community focused, and has a relaxed schedule. This is your customer — you might know her as customer XYZ123. We can say that she's married with two kids, works in a clerical or administrative job in healthcare or social assistance, and works part-time.

This is her persona — a picture of the woman who is your customer, who lives in that house, that we have never met before. But using machine learning, AI, models, training, and a whole lot of mathematics, we can say that she's a 44-year-old Australian woman, married with two children, at a stage of life where family and career responsibilities coexist. She likely values work-life balance and a steady income while managing the household.

We can go further than this simple persona and look at her dreams, desires, fears, and worries. If you're trying to sell a product to this person — whether it's a postgraduate degree, professional development, or a holiday — the product itself has to align with her latent dreams and desires. One of her dreams is to pay off the mortgage and be debt free. So financial planning, financial services, and debt consolidation are all things we could potentially sell here, though she's probably going to be buying more affordable products. There may be programmes out there that could help her save money and support her family. She wants work-life balance and flexible work arrangements with quality time with her partner — and who doesn't want that?

Her fears include her children's safety and wellbeing. So potentially selling those tracking watches — dystopian, but some people love them — or even nudging her toward being proactive about her children's mental health and whatever programmes she could be made aware of. She worries about paying the mortgage and managing household expenses, so in FMCG apps, really pushing the savings on things she would regularly purchase would be relevant.

We can go into her interests — and again, these are things you could sell: programmes, products, services, subscriptions, anything. Her interests centre around parenting and family activities, school events, and the P&C (Parents and Citizens Association). Her hobbies include gardening, cooking, baking, and meal preparation. Even if you weren't directly selling meal prep products, those interests are really important in the collateral and marketing for whatever you do want to sell her. Her sports include walking, hiking, and swimming. Her brands are Woolworths and Coles — typical for middle Australia. Up at the higher end you'd be looking at Mercedes-Benz; middle Australia is Woolworths, Coles, and pet food. The car she's most likely to purchase is a RAV4. Her top holiday destinations are Noosa Heads, Byron Bay, and the Sunshine Coast.

So I've picked this house at random and I've never seen it before. Looking at her dreams and desires, what subscriptions would she be most likely to purchase? Meal kit delivery — those services that bring all the meals to your door every week — would help with both cost and work-life balance. Local council and library memberships are also a good fit. These are all the things that some greater set of companies should be trying to target this woman with, because it's not just about making a sale — it can be symbiotic. The product or service itself can genuinely benefit her. And again, she's your customer, and I've never met her before.

We can predict the type of clothing she wears, the type of cuisine she eats, and even her groceries. So let's have a look at the RAV4 — we think she'd want one. How would you sell a RAV4 to this woman? Knowing her socio-economic profile, her persona, the statistically important factors that identify her as a person, and her dreams, desires, fears, and worries, we can construct a marketing message that most aligns with her latent psychological and behavioural attributes.

We would recommend selling the RAV4 by saying: It can confidently handle the school run, grocery trips, and weekend beach escapes. A roomy, reliable SUV made for family life, with generous boot space for prams and sports gear, ISOFIX child seat anchors, and Toyota Safety Sense technology like pre-collision, lane assist, and adaptive cruise control. The themes you'd put in that ad: family first, safety every school run, spacious boot room. The features of the RAV4 to emphasise: the comprehensive Toyota Safety Sense driver assist suite, child restraints, and the spacious boot. These are the things we believe you should emphasise in your advertising to this woman.

It's really interesting — I've never seen her before and I don't know who lives in that house, but I know that everyone else living in that area is going to have similar attributes. And we could just as easily go to Noosa Heads or Byron Bay, find very high income people, and the model would identify those people and their preferences accordingly.

So that is Wattle Labs. We can also find the top five holiday destinations — Noosa Heads, Byron Bay, and others. How would we sell a holiday to Noosa Heads to this woman? It would go something like: Noosa Heads — the perfect family getaway. Discover the beauty of Noosa Heads where you can enjoy quality time with your family in a relaxed and beautiful setting. From the calm waters of Noosa Main Beach to the vibrant atmosphere of Hastings Street, there's something for everyone. Relax, unwind, and make lasting memories in this coastal paradise. The themes: family-friendly, relaxed, beautiful, and coastal paradise. The key factors to emphasise: Noosa Main Beach, Hastings Street, and the relaxed atmosphere.

Again, this is all tailored for a 44-year-old woman. If she were a 25-year-old woman or a 65-year-old man, the messaging would be completely different for each and every one of those people. You could effectively have 28 million separate advertisements — one for each and every person in Australia. And that is what Wattle Labs is here for.

Anyway, I'll stop there. I hope you found that interesting, and please give us a call if you'd like to know more about Wattle Labs. Thank you. Bye.